Describe the objective of the promotion.
The aim of our promotional event was to bring Konzerthaus Dortmund to the attention of international musicians and anchor it in their relevant set. And to do this with an emotional idea, which would appeal to their honour as musicians and they could identify with.

Describe how the promotion developed from concept to implementation.
The idea: to launch the first music expedition in the world, The Unfinished. One hundred years after the Titanic sank we sent eight musicians from Konzerthaus Dortmund on board a Titanic memorial ship. There, they finished the last composition the Titanic ensemble played at the spot where the ship sank. Countless international camera teams were on board to report on the music expedition and make live broadcasts of the concert being finished in order to stream them to their channels. Our live blog activated people all over the world to follow our story and our mailshot inspired orchestras and soloists.

Explain why the method of promotion was most relevant to the product or service.
It is not a matter of facts where music is concerned, it is about emotions. That's why we told an emotional story the world would report on. We chose a worldwide event as the backdrop – the 100th year to the day after the Titanic sank. The advantage: everyone knows the story of the musicians who continued to play passionately instead of saving their own lives. And this passion is also reflected by Konzerthaus Dortmund and its music expedition.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The success was phenomenal. After 3 days, we had reached around 25m people. Countless reports were published in the global press on TV, in print, on the radio and Internet on the same day. Our event was on TV, the radio, blogs, social networks and in newspapers from Canada, the USA, Russia and Europe to Asia. In Germany, we were even the top topic that day on all TV channels. Countless requests for interviews have arrived at the concert hall since the event. Letters of praise and thanks are still reaching Konzerthaus Dortmund every day.